Office Hours – April 7, 2017

Recording of Office Hours hosted by Chris Davis on April 7, 2017.

In this session Chris walks through how to use the Deals CRM using a real life example from an Office Hours attendee. If you’ve been struggling with how to use ActiveCampaign’s Deal CRM, this session is for you.


Chris Davis: … on this computer. Today is Pipeline Friday. This is dedicated. I should have put a little dedication there. This is dedicated to Paul. Paul sent me a use case as an example, how would we build up this regular manual type process using pipelines in ActiveCampaign. I’ve done just that … Paul, yeah, here we go. Paul, you’re here. [00:00:30] Paul says woohoo. Paul, I’m going to need your help here. Feel free to jump in the chat at any moment as I’m going through this.

Everybody else who’s here, if you have a question along the way feel free to ask it in the chat. We’re going to do like a multitask thing here. As I’m building out this pipeline and walking through it, if a question comes up, either about the pipeline or something else, don’t hesitate to jump in there and just put your question in the chat.

We’re going to get right into [00:01:00] it because I do not know how long this is going to be or how long this is going to take, because there … you just never know when you’re building stuff out. Let me pull up … Oh my goodness, don’t tell me I closed out … Don’t tell me I closed out the … I had everything prepared already. Did I close it up? I did close it up. Jeez, Chris. [00:01:30] let me see if I could get it back. There we go. I got it right back here. I don’t need my email.

Paul has … this is the specs for our pipeline, which I … Listen, everybody, I love this, because before we jumped into the tool Paul was able to really clarify each stage and what [00:02:00] needs to happen. Here I see where leads are coming from, these are where all of my leads are coming from, and this is potentially what we’re using to capture their information so we can follow up with them. This lead magnet, that’s our way of lead generation. Capturing information of people that we would like to contact and follow up with.

Then out of that we’ve got the stages [00:02:30] here. Paul has done an amazing job. In fact, I would recommend, if you were going to use our pipeline in any fashion, whether it’s a sales process or for this one, it’s … This is a sales process because it’s about landing speaking gigs, but any process, whether it’s internal, external, customer facing, not customer facing, I just can’t recommend enough getting your ideas down on paper.

We saw a few times, a few lessons back, not lessons, but [00:03:00] Office Hours back, Loraine created a flowchart. Here we have Paul has created us a bullet pointed list of everything. They both work. They’re both great. They’re both amazing. Just for you people who may be a little overwhelmed with drawing boxes and arrows, we have that.

What I’m going to do is break this out, and let me move it to the right, and [00:03:30] I’m going to move this left. Yeah, let’s do that, move it to the left. We’re going to go through this. What I’ve done is I’ve created a visual representation of this. Paul, this is where I’m going to need your help. I’m going to explain how I viewed each stage pertaining to landing more speaking gigs.

I’m just going to talk through these stages. These are the same stages that Paul has here, except I’ve combined [00:04:00] the send one-sheet and follow up into one and I’ll explain why in a minute.

The to contact stage is for essentially all contacts that exist in the database. We’re doing upfront qualification with our lead magnet. If somebody downloads any of these lead magnets they’ve pretty much qualified themselves as someone who’s interested in hiring somebody [00:04:30] to speak or about the specific topic that we speak on.

That’s the power of having a lead magnet, not just for the sake of creating something, a PDF to give away, because everybody’s doing it. They serve as qualifying assets that when someone raises their hand and says, “I would like that,” we now know what they’re interested in. Since we know what they’re interested in we can follow up with the accordingly.

Once they do that [00:05:00] they’re going to exist in the database. Paul, here’s where we can go two ways with this. When they get the lead magnet is the next step for someone to reach out to them or did you want to nurture? The reason I asked that is because both can happen.

We could have somebody reach out and we could have a nurture path going on and they still be in this to contact question. That’s just a question [00:05:30] that we’ll answer in a second, but I just want to walk through this. Right now, these are all of the ways that somebody can exist in the database. If you exist you’re going to be on this stage, to contact.

The difference between to contact and in contact is that we’ve reached out, I’ve reached out to these leads. If I’ve reached out to them, [00:06:00] I’m now going to move them … Where … I want to justify this to the middle, but I don’t see that option. This means nothing, this makes no difference. Don’t focus on it Chris. stay focused here.

If I’ve reached out to them, whatever that is, we’re going to need to qualify what reaching out means, we’re going to move to in contact. While [00:06:30] they’re in this stage our goal, these are contacts you’ve reached out to, so this is our attempt to get a response. We’re trying to engage essentially.

Once they’ve engaged with us we can now … For instance, maybe in contact is I’ve called and left a voicemail. The minute I’ve received a call back from them and I’m able to talk a little more about what their needs are [00:07:00] or provide a little more insight on what we do as a company, now … Oops, keep doing that, now we can move to the follow up.

Reached out and then this is they’ve been reached. At each phase I’m assuming they have not purchased or they have not taken the desired goal action. Now that they’ve been reached I can let them know, if I’m not closing them on the phone, I can say, “ [00:07:30] Listen, I’m going to send you some information that’ll let you know, some more details and just get you a little more confident around hiring so and so for this, X, Y and Z.”

Now, that is where I thought it would be appropriate, Paul, to send the one-sheet. After we’ve made that connection, whether it’s them replying to an email, whether it’s them returning a phone call, whether it’s us sending them a piece of physical [00:08:00] mail and them responding. Any response that we get is going to move us over into the follow up stage.

The follow up stage is where we’re going to send them the one-sheet, have some email nurture as well as ongoing communication, primarily monthly. On here we see that we’ve got weekly e-letter. This is for the opt … Okay, I see it. The weekly newsletter will go for any of the lead sources that came through the [00:08:30] lead magnet.

Then the monthly drip calendar, this is another document that he’s shown me. They would more so get … that will be more so the people who, we have their information, and did not … We have their information not from the lead magnet, like cold prospects or referrals. Paul says yeah, except for the cold leads. Exactly. These are for the email [00:09:00] opt-ins in the follow up and for the cold leads or the manually generated leads, they’ll get dropped into the calendar. Both should reach, at the point that they’ve responded to us, what we’ll want to do is … That’s a critical point.

Pamela, yes, good question. Let me see. Pamela has a question, good question, I know it [00:09:30] is. Would Paul be willing to share his one-pager? I can’t read the text. We’ll find it very helpful from what … Okay. Let me increase the size of this, just so you can read that. That was small, I’m sorry. This is small too. If Mark was on here he would have told me about myself already. Mark’s not here. There [00:10:00] we go. Pamela, is that better? Great. My apologies. I’m normally a very small text person, so that’s just by nature.

Let me get down to here. Now we can see all of it. Let me move this over a little bit. Great. Now, like I said … I could hear. I’ve got this. [00:10:30] Paul, is it okay if I share the link? I guess I was going to share it as if it was mine. Great. Let me share this. Should be able to view this document now hopefully.

I think just by getting the share of a link. Maybe I need to … Here it is, let me say anyone. [00:11:00] Anyone, anyone at … How do I do this? Anyone at AC can find and access … I need to share it beyond AC. Because you all won’t be able to get in here. That’s interesting. I didn’t realize that. Can you edit? [00:11:30] I can only share it within the organization.

I learned something today. Choose the second one. Which one? No, not that one. Prevent editors from change and disable … If I go here to change, [00:12:00] choose this one, right? Or … can edit … I wish I was better at this, I’m sorry. Let me think, is there another way that I could easily share a document?

All right, there we go. Share this one. All right. [00:12:30] Paul’s got it. I’m going to pull yours up. See, Microsoft to the rescue. This is the one that you can view. I’m going to work off this one because I can do it bigger. The text is bigger on here.

When they’re in the follow up … Great, Pamela has it.  When they’re in the follow up phase I’m essentially, so Paul, I gave these definitions. I’m not by any means [00:13:00] saying this is the right way, but it’s something that made sense to me. I’m following up with the leads that I have contacted.

I’ve reached them, I’ve spoken to them in some means and I know that they’re interested. I have a pretty good inclination from the lead magnet and cold calling and whatnot, or cold lead, but until I’ve been able to make that connection essentially [00:13:30] and I’ve reached them to verify then they’ll move into the follow up. Great, Paul said great.

In that follow up, that is where I’m … Now, watch this, now that I know that I have some reinforcements behind me, when I’m on the call or whatnot I’m not trying to be too pushy. I’m looking to close, don’t get me wrong. I’m in close mode, I’ve got my coffee on the table and …

Our initial campaign will be cold calling and then follow up with past clients. Yeah, great. [00:14:00] Essentially the to contact, those are going to come from … that’s going to be the list … Let me go over here. Here, these are going to be people in the database that we’d need to reach out to.

The power of it, we’ll jump in ActiveCampaign in a minute, is that when there is a deal we can assign it to certain people. Maybe there’s cold calling or let’s use past clients. Maybe we want to split those past clients up and [00:14:30] separate them to a specific person on our team.

Sarah, I need you to follow up with these leads. Tim, I need you to follow up with these leads. Anne, I want you to follow up with these leads. Now, in this to contact stage they can also be assigned to somebody on our team. Now when that person on the team reaches out to them and says, “Hey,” whether it’s an email looking for a reply back or phone call or whatnot, they [00:15:00] can now say, “I’ve contacted them.”

Now they go into this stage, in contact with. The reason why they’re in this stage is because remember … I’m sorry. I should say they go to this stage when they reached out to them. Anna looks at her list and says, “Let me email these ten people, or let me call these five people,” and she ends up leaving five voicemails. That means she’s in contact with them. That means she’s started the process.

Now as a business [00:15:30] owner, I can easily log in and see to contact and in contact. If this one is bigger than this one I need to figure out, “What are we waiting on?” Because the move from the first stage to the second should happen pretty quickly because that’s all on us. We control all of that internally.

We ideally want to see a life of existence on the to contact no more than 24 hours. I think that’s fair. Don’t let grass grow under it. Don’t [00:16:00] wait days to reach out to people, once we know that we have this pipeline in place. They reach out to them and say, “Okay, I reached out,” essentially.

Now they’re waiting on a response. In this, and we’ll see, we’ll set up some automations here, but in this, this is what I love about marketing automation, is that we don’t have to send out emails and say, “I called you yesterday, did you get it?” We could just send internal notifications to ourselves and say if it’s been [00:16:30] two days and the deal has not moved to the next stage we can notify ourselves, “Reach back out to so and so, it’s been two days.”

I literally, I like to call this like dumb operating. Operating in dumb mode, because as long as I reach out and move them to this stage I don’t have to be smart enough to remember what to do next, because I’m going to remind myself in an automated fashion. [00:17:00] It’s going to do all the thinking for me. Now this is done, this is off my plate. I’m going to log into my email one day and it’s just going to say, “Follow up with so and so, it’s been two days.” That’s exactly what I’m going to do.

Once they’ve reached back out to me, let’s just keep the same example, I’ve emailed them all and four of them have come back. Service level agreement for follow up time. Yes. Yes. Everyone [00:17:30] needs an accountability … Yeah, oh man, Paul, you’re on fire today. Absolutely.

Now I’ve sent out, let’s say Tim, sent out five emails and two people responded. What we will see at that point, what it would show at that point is three in here, and then two there. Those two people have responded and said, “Yeah, I just didn’t get around [00:18:00] to it. Can we set up a time to talk?”

This is all happening in this stage. Now Tim is like, “Sure. Here’s my calendar, X, Y and Z.” following up is just like we’re engaging. We’re going back and forth or whatnot. The goal is this, close. We’ve always got our coffee ready. The goal is to close here. However, we’re also prepared to send them additional information.

[00:18:30] That’s why I have contact is expecting more communicate, because perhaps they’re like, “Oh my gosh, this is so great. I need to share this with the team. Tim, do you have any information that I can easily just present to my boss or X, Y, Z?” Now Tim, he’s in the magic seat, because the one-sheet is part of … He says, “Yeah, sure. Shortly after this call Mary Anne, shortly after this call I’m going to send you an email and in that email it’s going to contain a one- [00:19:00] sheet that has all of the information on so and so and what we do. I want you to look over that sheet and let me know exactly what you think.”

Then they’ll get the one-sheet and again, we’ve got some reminders coming up that are saying, “Hey …” This is what Paul’s saying. Let me put it up there. The one-sheet is a speaker bio with speaking topics, points, photos, resources, [00:19:30] etc. This is very much a shareable entity. The more people that see this in the decision making process that have the power to make the decision the better. I like the fact that it’s consolidated, but I would have to assume that if …

Yeah, he’s saying and testimonials. Yeah, that is absolutely, absolutely. Testimonials are on there too. This is what [00:20:00] I mean, in the follow up, we’re really giving them whatever else they need to make the decision. By this point they’ve somehow said they’re interested and then they responded back. They’ve qualified themselves from people who are non-responsive.

Because if they, we’ve got three people who have not responded yet. We’re not really concerned about them as much. We’ve got some automation in this phase set [00:20:30] up just to make sure that we know that you’re not interested, but if they’re not interested they’re not interested.

The people who are are the ones we really want to focus on. These two stages are really just a means of filtering. The effectiveness of these two stages should start showing in the closeability, if that’s a term, of the following stages. At this point that we’ve reached them and we’re [00:21:00] in follow up we’re increasing the probability that we’ll close and the potential that they’ll sign up. That’s what we’re doing right now.

If our follow up is successful then they go here. We’ll just say agreed. At this point they have agreed that, “Yes Paul, I would like to hire such and such. Okay, how do we do this?” Maybe in negotiations, [00:21:30] it’s all about the collecting of the funds, whether it’s a deposit or us sending the entire invoice, but we need to figure out at this point, maybe Paul is even determining if there’s going to be … What’s the split? Are we going to have an offer from the stage? Are we going to be able to set up in the back and sell our books? Whatever needs to be clarified. It’s all in the negotiation stage, so that people know exactly what they’re paying for.

Then at that point, [00:22:00] once we have the money or the deposit in there, maybe there’s a next step with onboarding or event planning. Maybe it goes to event planning or maybe that’s just an internal thing we say. All right, we have all the information. Invoice sent, funds received, you go ahead and take over. That’s essentially the map of this thing here.

If that’s all clear I was going to actually get into ActiveCampaign [00:22:30] and build that out. Paul, does that sound about accurate to how you were anticipating using it? All right, great. Perfect.

In ActiveCampaign, we’ll jump in here. You know what I’m going to do, let’s do this way no. I’m going to go to the right with them and here I’m going to go to the left. I’m going to increase [00:23:00] size here and I’m going to need my automations tab open. That’s the first thing I want to do.

One wrinkle, go ahead Paul, let me know. Pipeline, I’m just getting everything ready here. Give you a yellow, how about that. All right, is the cold calls, do we … I’m sorry. [00:23:30] Let me paste this. One wrinkle is the cold calls. What Paul wants to know is do we cold call and only enter them in the database once we reach them … Oh my gosh, great question.

Let’s say … I would say if we’ve called them … There’s two ways we could do this Paul. We could do it this way, [00:24:00] right here. This way everybody that we’ve reached out to is pretty much showing that we’ve reached out to, since that’s out criteria. Or we could very much do it this way as well. [00:24:30] I’m going to dash this line. LucidChart used to make it … here it is. I was going to say, they made it a lot easier before, or that one.

One is less aggressive and one is more aggressive. This one is a bit more aggressive to add them to the database before actually reaching them. There could be many reasons why they’re unreachable. This one is a little less aggressive and more safe because we’re essentially [00:25:00] waiting until they’ve confirmed for the lack of a better term, because I’m looking at this kind of like email. You have you all opted in and then receive the notification that says, “Click this link to be added.”

That’s what this approach is. We have the number, but not until we’ve actually reached the person are we going to add them to the database. Both will work Paul. Both will work. It’s just a matter of, I guess with this first one, it’s going to be [00:25:30] a matter of the quality of the information on those leads.

I will say again, if we’re using cold calling and we’re dumping them straight into the in contact I would also set my mind on the reality that this number, like the converging from this stage to this stage will probably drop. We’ll add past clients in the database [00:26:00] for … Yes, all right, cool. Here’s what Paul said.

In fact how about this Paul. Just for now, how about we do it this way. If I do … Let’s do this. Come on, help me out here. Just for now. This is going to give us enough to at least test some stuff and figure out what works. [00:26:30] We’ll say warm leads.

Cold leads we’re going to wait until we’ve reached. The warm leads, we’re putting them right here. Because essentially, past clients in the database is … I should write it how you said it, these are warm leads. We’ve essentially touched them before. I think it’s safe to do that. Yeah. [00:27:00] Maybe that’s how we want to do it, there. All right, great.

What we want to do is start from scratch and essentially … We may not have an automation … No, no, no. Absolutely. Absolutely we do. What I’m going to do is not have a s tart trigger. This is where I want to add the deal. [00:27:30] Speaking gig, and then I always like to put their first name on it. At this point I’m going to give it a zero dollar value until it progresses. To contact. Now everyone who comes in this automation, they’re going to be added to contact.

On this stage [00:28:00] we can determine … I’m sorry. On this pipeline we could determine how these deals are going to be assigned. Maybe we want to do round robin and then determine the four, five people on our team, so that every time we add one it’s just going to distribute it to the next, to the next, to the next.

Now all you would have to do is add people [00:28:30] to this automation. I’ll say, to contact stage. That’s one way, or perhaps we just want to have a form on the front end. We could do that as well. I have no start trigger here just because I want to keep it open right now. If I’m in a contact record and I’ve got all these people in the [00:29:00] database and I say, “I want to get them …”

For instance, Paul, you have all of these previous clients. Perhaps you want to take a portion of them and give them a deal. Now you can just add them to this automation. In fact, let me do this. Here’s what I mean.

You tell me if it would help if we just want to use a tag or whatnot. Let’s say I say, “These people I want to add, I want to start [00:29:30] reaching out to.” You just select them and then click edit and then add to automation and we can select that automation. Then they’ll be dumped in there and then they’ll be in the to contact automation. They’ll have a deal and they’ll show up on this stage, just by adding them to this automation.

We plan to add contacts from Gmail, adding in automation is … Great. We’re aligned here. [00:30:00] Here’s what we’re going to do. We’re going to add them to contact and this is going to be a simple one. We’re going to end it with a goal, have contacted lead. If we’ve contacted them, have reached out I should say, or attempted. We’ll say reached out for now, reached out to lead.

If they’ve reached out to lead you know what that means? That means the deal has changed its stage. [00:30:30] Deal, has deal in stage, Paul pipeline, in contact. I’ve reached out to them. Let’s save it. What I want to do is they’re going to wait until the conditions are met. That’s it.

Anybody who gets added to this is going to get a deal and then they’re just going to wait until they get moved to the next stage. Here’s why we want to do that, because if [00:31:00] we do it that way … Let me organize this. If we do it that way we’ll see a conversion rate right here, everybody.

Here’s what I mean by conversion rate. Any time you have a goal it’s going to tell us what percentage has achieved the goal. There’s our other metric to figure out how many people, how efficient are we with reaching out. You [00:31:30] talk about accountability. This is it. It’s like, “Look, why are only 50% efficient with reaching out? What’s the holdup? Why are we not reaching out sooner, quicker, whatever?” That’s the power of putting that goal there, just so we can easily measure it.

That’s essentially the to contact stage. All of the contacts that are in the database, we’ll enter them as we deem fit, either one by one. Let me show you how to do it if you were going to do it individually. Look at this, if it’s individual, [00:32:00] you’ll go here and click … You know what, he’s had a deal. Let me pick somebody who hasn’t had a deal yet.

See that? No deals. I’ll go to deals and click new deal. I can add it manually right here. I can determine which pipeline, to contact and who I want to be the user of. We can do it both ways. That’s really good. That’s really good. We’ve got the automation for our bulk and then we’ve got the menu if we just [00:32:30] need to go to the actual contact themselves.

Then like I said, once they’ve been moved to this stage, the in contact stage, so I’ve reached out, they’re going to be removed out of this automation. They’re going to achieve this goal and to make things clear, if Loraine was here she would say, “Hey, make sure you’re in automation. Everybody keeps me honest, and then the automation is over. That’s that stage.

Now what we need [00:33:00] to do is create a in contact stage. We’re going to start from scratch here. Then for that one, check this out, this automation is going to fire when the deal stage changes. In Paul’s pipeline, from to contact to in contact. We’ll do it once for now because the deal should only go forward for simplicity [00:33:30] and do add start.

Check this out everybody, regardless on if I manually move it from here to here or if I have another automation that moves the card from one stage to the next, it doesn’t matter how the deal arrives here, this automation is going to trigger. To in contact stage.

Now that they’re in this stage [00:34:00] what I’m going to say … Remember, they get to this stage because we’ve reached out to them. What I want to do … the first thing, let’s just say the goal is has responded. If they’ve responded that means the deal is in, Paul pipeline, is in the follow up. [00:34:30] Now they’ve responded, below and wait until conditions are met.

Once they’ve made it to the next stage essentially this automation is over. Now that we know that, let’s talk about what we want to happen. Like I said, I’m going to keep this very much manual. I’ve contacted them, remember, I reached out and I’m waiting for them to respond.

[00:35:00] What I want to do is since I have reached out, I’m going to wait a couple days and then I’m going to notify myself. From … it doesn’t matter. Send to me. Team member, Reach out to first name. [00:35:30] My message, I’m going to say, “Hi Chris. It’s been a …” I don’t know why I did that. “It’s been a couple of days since you reached out to,” and I’m going to put the full name in there again. “Reached out to … So [00:36:00] far you haven’t heard back. Reach out again.” That’s it.

Oh my goodness. Ouch. I wish the window didn’t disappear like that. Oh man. We’re close and almost … Reach out to … [00:36:30] You guys get it though. “Hi Chris, it’s been a couple of days and …” Full name,” Hasn’t responded. Be sure to reach out today.” There we go. Hit okay.

I’m going to wait a couple of days and send myself, or the owner, I should say, the owner of this deal [00:37:00] a notification. It tells them to reach out, it’s been a couple of days. Then maybe I want to wait three days. I’m going to reach out again. Copy. Instead of then it’s been five days.

Essentially, and so on and so [00:37:30] forth. Maybe I want to do two, three, seven, 14. Ease up a bit so they don’t think I’m hounding them, but now I can send these internal notifications to myself. At any point in the process if … Let me give somebody a deal. Let me show you. Phil. How about this. I’m going to add you to to [00:38:00] contact. I’m going to add you here. This should add a deal to my record, add me to that automation. Look at that, add a deal.

Now speaking gig, Phil Davis. If I go in here, what I’m saying is at any point, if at any point they respond back and I finally make that connection I can go into the contact record [00:38:30] and change the stage right here and say, “Okay, now we’re in follow up.”

I didn’t want to go in automation. In here, if I hit refresh, that’s the same as if I take this and drag it wherever. Let me see here. Let me say … Can you make an automation that keeps nagging until [00:39:00] the stage changes every N days? Maybe that was late. Yeah, that is exactly what this is going to do. Like I said, we can go on and on and on and just keep sending internal notifications and say, “Look, reach out. Reach out. Reach out.”

Paul said, “Hound the bad sales people.” You know what, sometimes they need that little kick. As these get further out, listen, these are internal notifications, so [00:39:30] we can let our personality show. In these notifications we can say, “Did you break your finger? It’s been two weeks. Reach out and let’s close it.” It doesn’t have to be stale. These are internal, these are a lot more forgiving, especially with you being the owner or the marketer, the owner of the marketing. I would talk to them in these notifications like you would. When I send notifications to myself, I talk to myself [00:40:00] as if I were talking, like I would in real life.

How this will work is all of these will keep executing, Paul. If I had more, like I said, maybe I wanted to wait another two days. That will put me at a week … If I wait two days … Now we’re essentially … Is that two days? That’s five, six, seven, yeah. Put it out a week and then I could send a notification [00:40:30] here which says something like that, just like that. “Reach out. It’s been a week. Do you not want this commission?” “ [00:41:00] Reach out to them today.”

Or, I never want to say them because I don’t want to assume they know who them is. Remember, I like to keep people dumb, so they don’t, “I didn’t know who you were talking about, you meant so and so.” No, the name is right here. The name is right here buddy. Come on Tim.

All of this is going to happen … [00:41:30] Right, Paul said I broke my dialing … All of these are going to happen two days, three days, two days, waiting. The second they’ve moved to that deal that the stage follow up, Paul, they’re going to be pulled out of that. They’re going to be pulled …

They’re going to be nagged until this happens, until this goal happens. At that point they’re going to jump down to this goal and then this automation is going to end. Yeah, we can have this go [00:42:00] for days. Days, weeks and literally weeks because we want them to close this deal. If they’re in this pipeline, if we told them to contact them then we had an expectation that the deal could be closed. All questions are pointing to you. What are you doing? You know your job, in a nice way.

This is how I would set all of my pipeline up everybody. [00:42:30] At any point, if they … The goal should always be the next pipeline or maybe you have just a global goal, which normally with a pipeline the global goal is one, is to win the deal.

This is a great question Paul, because this is what … [00:43:00] This is something that a lot of people don’t know. Let me show you something. Let me do this with my … I should have two mes in here. Watch this. Watch this. Phil Davis, the podcast. I’m going to give me a deal. I’m going to give me the same deal. Watch what happens. To contact stage. I’m not going to add them to any stage I want, but [00:43:30] let me go back here. This is going to answer your question. Where did it go?

Now I have two. Let’s say this Phil was in the follow up. I’m talking to him, like, he’s not going to do it, deal is gone and I say, “Deal is lost.” At that point it looks like the [00:44:00] deal has disappeared, but what a lot of people don’t know is that by default your pipeline is set to status open. If I set this to lost it will them show me all my lost deals.

I say that to say when I started using our CRM I thought we’d needed a won and a lost stage. You don’t need a won and a lost stage because the status, won/lost is going to show the [00:44:30] stage in which that deal was won or lost, which it took me a little bit to wrap my head around, but I was like, “Oh, right, because now I can see which stage is attributing to all of my deals being or most of my deals being won or what stage I’m losing my deals,” to help me understand what I need to refine, but by default it’s all open.

If you closed three deals and lost one, none of them [00:45:00] would show by default because none of them would be open, because closed and won, won or lost, are both statuses. Until they’ve achieved one of those statuses they’re open. It’s like pending. We don’t have a lost and a won stage because the way that we do it, filtering by status or categorizing them by status you’re able to see the stage in which your deal was won.

[00:45:30] By all means, have an automation that is triggered when a deal is won. When a deal is won or lost we can trigger an automation and do some other stuff, but we don’t necessarily need a won or lost stage. That’s not clear with our pipeline upfront, our stages in pipelines with deals, so yes.

Let me see this … Paul’s got another question here. [00:46:00] During follow up I can notify internal teams to mail out according to our content calendar. Absolutely. Yes. Yes Paul. Yes. Absolutely. I would 100%, I like that idea a lot.

One more, let me do one more and then I wanted to just briefly touch on your other question. We can continue to build [00:46:30] on this everybody, because this is … Pipeline automation is very powerful and really want you all to get a good grasp on it, because once you do, and this is one where we’re going to say deal change is to follow up.

This is where we’re going to send them, the white pages, in contact to in follow up with. Follow up stage. When it reaches that stage we’re [00:47:00] going to send them an email, because we promised. We said, “Give me a couple of emails, I’m going to send you an email, this one-shit, more information you’ll be able to share.” One-sheet download.

Now we’re going to shift a bit to not only internal notification, but maybe we want some external notification. We’ve talked to them and told them, “We’re going to send you the one-sheet.” I’m going to give it a day, [00:47:30] or a specific period of time.

Then I’m just going to … All I’m going to do is, and I’m going off the cuff here. “Did you get it? Any questions?” I’m going to send them an email the next day and say, “Did you get the one-sheet and do you have any questions? Is there anything I can help you with?”

Since I asked that I’m going to wait. I’m going to give them some time. I’ll be generous, I’m going to give them, [00:48:00] I want to say two days, but I’ll be extra generous, I’m going to give them three days because they said they needed to get with their team, they needed to go over items and … Whatever they needed to do.

At the end of three days I’m going to do something, but again, remember, the end goal is to reach negotiations. Now negotiating deal. We know [00:48:30] we’re negotiating deals when it is in the stage negotiation. Negotiations. Below the contact’s position. Waiting till the conditions are met. At that point we want to end the automation.

Now, like I said, just like the other one, we can … [00:49:00] We send them the one-sheet, wait for a day, send an email, “Did you get it? Do you have any questions?” Wait a few days and then maybe we want to mix it up and send ourselves an internal notification. One-sheet sent. See if … [00:49:30] is ready to move forward. Hi Chris. My name has expressed interest and asked for more info. Since you have sent [00:50:00] more info and it has been five days you need to ensure they’re still on board with moving forward. Something like that.

With that in place, again, there’s no excuse. There’s no, “I forgot what I was doing here.” They don’t have that, because we just [00:50:30] said … Every internal notification, we’re reminding them what’s happened and what we want to happen.

After three days we send an internal notification, give ourselves some time to reach out to them. Then after three days, it’s been a week by this time. By this time it’s been a week. Now maybe we want to send [00:51:00] them one last email and say, “It’s …” Or maybe after we reach out to them we want to wait some days, I don’t know, but you get the idea. Maybe we want to send one last email here or maybe we want to make another call, just send another internal notification.

Nevertheless, in the follow up stage, after we’ve made forth our efforts … Paul, maybe we’re saying after 14 days of the email and manually reaching out and we haven’t been able to get something substantive [00:51:30] we’re going to now add them to our ongoing communicate.

In that respect I would say, you add a tag, messaging ongoing info for hiring speakers. We’ll add that tag. For the sake of simplicity I’m going to just put another … [00:52:00] Copy and then since we’ve reached out to them, I’m going to wait seven days here. This time is so arbitrary.

Then I’m going to give them the tag, ongoing messaging for hiring speaker’s. That’s what they’re going to get. That’s how we’re going to add them to our newsletter or a monthly … The newsletter for the email opt-ins and Paul has a [00:52:30] monthly communication too. Communication. Maybe this is … messaging monthly communication. I’ll do that, that’s a little better.

Now we’re just going to add them to our monthly communication. We’re going to have some automation elsewhere that when that tag is added it adds them to another pipeline. That’s the pipeline that I wanted to, the other pipeline that I wanted to show you, [00:53:00] is …

Just do this real quick. Follow up stage. Paul … All right. That one would be here. I’m going to set up the basics here. Paul monthly communication. [00:53:30] Essentially Paul, what we’re going to do, is … January. February. We could do it this way. This is one way if we do like January, February. The monthly is Snail Mail, the newsletter is email. Great.

Now [00:54:00] what we can do is we can either do it as January February or we could do it as month one, month two. Here’s the difference. Let me just show that. Month one. If we’re going to do January and February, march, April, May, have 12, what we’ll want to do is we’ll have to be able to determine the month before we add them to this stage, which could add a level of complexity.

[00:54:30] If we’re piggybacking off of … Remember that sorting automation we built? Okay, Paul said month one, month two, but if we did, Paul, if we had the sorting automation that essentially just checked is it February? No. Is it January, March, April, May, goes through. Then whenever there is a yes that would be stage that it will add them too. That’s nice. I’ll build that automation and show you all later, but it’s using the sorting automation that we’ve been talking about, [00:55:00] where we have these nested if-elses  and we’re going to check for every month of the year. That’s if we really wanted to get targeted and only send, like the Snail Mail that you were sending, mention the month. That’s the only time we would really want to do that.

Month one and month two is the easiest way. The reason why it’s easy, because now we can just add them to this pipeline on month one. I like month one and month two actually Paul. It’s easier and then you can customize [00:55:30] everybody’s experience, because you know everybody in month one, this is their first time in their month two and month three and so on and so forth.

Now they’ll appear in month one, right here, once they receive that tag, because we try to follow up. “We gave you two weeks. We gave you two weeks and that’s not including the time before that we spent with the other stages. After that we’re just like, we’ll send them some ongoing monthly communication, but check this out, [00:56:00] look what we’re still doing thing. This is where this stuff gets powerful, because in the follow up stage they’re still in this automation. They’re still right here. They’re just waiting. We’re just waiting to negotiate the deal.

This automation is still going and then at any point if our email has been affected, affected our monthly communication and they actually go into [00:56:30] negotiation then they’ll complete this automation. Then they’ll reach the negotiations.

Because the whole point the Snail Mail is to close the deal. We’re sending them more information one time a month, same with the newsletter, to get them more comfortable to take the action going forward that we want them to take. The second they do that this automation will be notified that they’re on this stage. It will end and then our negotiation automation will begin.

[00:57:00] Of course, we’re also going to have this, new automation. That says … We don’t even need a trigger for these automations because they’ll always be added from the other one. Communication. Okay. Then now, whenever they’re in … No, in fact, I’m lying. It’s tag. [00:57:30] Messaging monthly communication. There it is.

Now when that tag is added from … Let me make sure here. All right. Cool. When that tag is added [00:58:00] from here … Look at this, we try, we try, we try, monthly communication is now going to trigger this one, which is going to add a deal. We’ll say monthly communication and give it first name … Oops, [00:58:30] didn’t want to do that. I’ll just do one …

Values whatever, we’ll say 10,000 dollars, because, the reason why it’s this is we’re trying to close it and they’ve already gone through the other pipeline. See that, we’re going to add it to month one. That’s how when this tag is applied is going to start this automation and then they’re added to month one.

[00:59:00] Then what we could do is keep it really simple and wait for 31 days. After 31 days we can update the stage and … Monthly communication to month two. Then at any point, [00:59:30] if they, I don’t know, reach in negotiation, goal, if they reach in negotiations and say, “Deal in stage …” No, no. Pipeline, negotiations.

In the automation below, [01:00:00] wait until … No, we’re going to end this one and I’m going to tell you why we ended it. The reason why we end this automation is because we added them to the second month. We don’t want them to wait here forever. We want them to go through after 31 days and say, “Okay, go to the second month.” Then they’ll hit the second month, but in waiting for 31 days, if they hit negotiations before this they’ll be pulled out and this automation will end [01:00:30] right here. We’re going to end the … No, they won’t. they’ll hit it if they go to month two.

I need to end the automation as well. We’ll do that for every month automation ongoing. That’s how we would tie both of those pipelines in one. We’ve got our initial pipeline and then we’ve got our monthly communication pipeline, which we’re going to send … Where we’re going to send [01:01:00] month one, two, three, 12 months worth of Snail Mail.

Yes, I know, whew. I know that was a lot, but this was such an amazing example of how you can use ActiveCampaign in a very manual process, with a very manual process.

We’re talking about landing a speaking gig. Speaking gigs for certain people can range anywhere from 10,000 up. This is important stuff. We have this, we’re keeping [01:01:30] our salespeople honest. We’re over their shoulder just tapping, “Hey, hey, hey. Did you call them? Close it, come on man. Close it, close it. Come on salesperson, close it.” We’re doing it all in an automated fashion. We can let up some.

Like I said, as the business owner, all I need to do is … To understand what’s going on in my business I just need to look at this pipeline right here. That’s it. This pipeline is going [01:02:00] to show me where my bottlenecks are. If it’s either in in contact or follow up. Now I’m going to go back and refine what we’re doing. Maybe I’m refining my team structure or my processes, but in all of this, all the automations we’ve built out we’ve only sent three emails. All of this automation is taking place and none of it is really revolving around email. It’s really revolving around the state of that contact with respect [01:02:30] to the end goal we want them to take.

My client seriously needs automation in his system. Paul says, “My client seriously needs automation in his system.” Exactly, and here’s the challenge Paul. Most people don’t know they need it because they don’t know that this type of stuff is possible. They don’t know that they can do … They think that in order to do automation I’ve got to get … No longer can people call, they’re going to get some robot, they’re going to get this, “Dial one for so and so,” and [01:03:00] get these canned responses. No

, no, absolutely not. It can very much be natural still, communicative, but we’re going to use the automation to help us filter these people out. These stages, they’re just letting us know where that lead is so we know how to talk to them, what they’re doing.

They are too busy to plan this stuff out my friend. That’s where we come … absolutely Paul. [01:03:30] I would love for the business owners to say, “You know what, time out everybody, we need to take 30 days and plan this out,” but they won’t. They’re busy speaking, traveling, getting more and you’re absolutely right. That’s where consultants and specialists like ourselves come in. At the end of the day the owner still gets to wear the cape. They get to wear the cape externally, but internally we get the came and the costume. You’re right. [01:04:00] They’re grateful, they’re grateful for us.

Paul, I want to thank you for asking this. I think this was very valuable and showing the power of the CRM without … We didn’t listen, we didn’t even touch on the website. We didn’t even touch the website. All of this automation happened.

We mentioned the lead magnet would be available, but this wasn’t even website centric. Of course, we can’t tie in website, but I’m just saying, [01:04:30] without it we still have so much power. That’s what I love about this platform, absolutely.

Will these automations be in the share … yes, yes. Give me a minute. I’m going to touch a couple of them up and then yes, Paul, they’ll be ready. They’ll be ready for you to download and import. Yep, before our next Office Hours. If not, we’ve got the next Office Hours to keep me honest, but I tell you what, this works so well [01:05:00] for me, pipeline Friday. Watch this.

Automations now … There’s no way, no, I got it. All right, great. Thank you so much my friend, great job. Thank you Paul. Thank you. Thank you for hanging in there with me and everybody else, because I took some time to really make sure that I can communicate this clearly. [01:05:30] That means the world to me that you got what you needed out of this.

Like I said, this is, by no means is the final product, but this is enough to get started and we can start refining from here. Yes, you’re very welcome. Then on that note I want to thank everybody else who has attended. I hope I have sparked some creative ideas on how to start using the CRM for your business, because it is very valuable and highly effective.

We will meet again [01:06:00] on Tuesday. What is the date? I wanted to easily pull up the date, but I don’t have it. We’ll meet again on Tuesday on 10:00 am central and that is the 11th. April 11th we’ll meet again. Whatever questions you all have, email me, I’m going to show you all that monthly sorting automation. We’ll see that, we’ll see the monthly sorting automation.

[01:06:30] Loraine says, “Having Office Hours on Good Friday.” That’s a good question. I’m not sure. I will double check today. I will double check today and by Tuesday I’ll have a solid answer for you Loraine. I just need to make sure. I think so, but I’ll see. I’ve got to check with Jason.

All right. With that being said, thank Paul, Paul, Paul. Thank you again. One for your patience and two for this amazing question that set the platform [01:07:00] for us to really walk through this. Thank you so much. Yes, I’m signing off. Everybody, have a great weekend, have a great, safe weekend. I will see you all on Tuesday. All right.